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Tourism Matters
Serving the Tourism Industry of Michigan

Summer 2000

Sally J. Carpenter - editor Email: carpents@msue.msu.edu Phone: (616) 467-5522

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Editorial

All of us are bombarded with hundreds of advertising messages every day. We see and hear commercials on radio and television. We can’t read a newspaper or a magazine without seeing product promotion. We see billboards and even people wearing advertising in the form of logos. Studies show that individuals see or hear more than 500 messages every day.

People try to ignore most messages; a few motivate a response but only a fraction result in an actual purchase. Message overload makes it essential for business owners to be skilled in using marketing to increase their chances of success in the travel market place.

Your business likely uses a mix of marketing messages already. Advertising, publicity, personal selling, or incentives such as coupons.

Before you advertise think about the four types of advertising and determine which will be more useful to you at this time.

A. Brand: stimulates sales by building product loyalty and promotes your advantages over competitors.
B. Information: highlights facts and may introduce a new product.
C. Image: used to enhance how people think about the product.
D. Reminder: tries to keep the customer coming back.

Here are seven decisions that must be made to select an advertising strategy:

1. Set your advertising objective based on the types A – D.
2. Determine the advertising budget.
3. Create the advertising message.
4. Select the advertising media, know your customers media habits.
5. Tag on to other advertising* see details below.
6. Select an advertising schedule** see why below.
7. Evaluate the advertising results.

* Travel Michigan has begun advertising in two new markets for 2000 based on results from research, travel surveys and lifestyle profiles. They are Green Bay/Appleton and Indianapolis. They continue to maintain a presence in current target markets of Detroit, Chicago and Cleveland. Knowing that Travel Michigan is already involved in those markets, anything you do in partnership or alone will only reinforce your messages.

**According to recent research out of MSU Travel Tourism and Recreation Resource Center "Most people make vacation plans on short notice of two weeks or less. So don’t spend all your advertising dollars at the beginning of the season, but spread them over the season to hit the short term planners."

The biggest question in advertising is "how do I decide what to tell people about my product." Follow these suggestions from a top advertising firm:

Information provided by MSU Extension Tourism Educational materials and Minnesota Extension Service. For more details on Tourism visit http://www.msue.msu.edu/msue/imp

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Promotion Ideas

Here is a promotion idea that really caught my attention from West Michigan Tourist Association. YOU’LL SCREAM FOR WEST MICHIGAN ICE CREAM, a press release informing the public of ways and places to satisfy cravings for ice cream. The article lists a number of locations, their specialties, facts about the business and phone numbers. The article ends with ice-cream facts. Michigan is #5 in ice cream production. The US is #1 in the world of ice cream consumption. Ice cream is an $11 billion retail industry. Chocolate syrup is still the favorite topping. More ice cream is sold on Sunday than any other day of the week. Have I made you all want to promote ice cream yet? How could you apply this concept to things in your community such as sporting goods shops, great hot dogs, antique shops?

Speaking of Antiques, I visited Schoolcraft, a small community in Southwest Michigan known for its antique shops. My purpose was for dinner at one of the village restaurants around nine on Saturday evening. To my surprise some of the shops were open and customers were buying. In talking to Norma, the owner of Norma’s Antiques, she stated that some Antique shops are open by happenstance on Saturday night. In other words if there are shoppers, they are flexible about their hours. With two great late night restaurants in downtown Schoolcraft, I have to say the Antique dealers are right on target with staying open.

Farm Tourism: A New Tourism Product for Michigan's Thumb Region?

Rural Tourism initiatives are springing up in a number of States as farmers seek to diversify their revenue base, and preserve farming heritage. Does this potential exist for Lapeer, Sanilac and Tuscola Counties in Michigan to develop farm tourism? Michigan’s thumb region has a long and rich farming heritage. There are approximately 3500 farms covering 932,066 acres, 558 Centennial Farms, and a wide variety of traditional and specialized livestock. The people in the region are friendly, hard-working, and looking for a way to stay on their farms.

The Tri-County Agritourism Committee, formed a year ago with members from the community, MSU Extension, and the Travel, Tourism & Recreation Resource Center is currently involved in a Tourism Assistance Project (TAP) to explore the potential that farm tourism might have in Lapeer, Sanilac, and Tuscola Counties. The goal of the project is to develop agricultural tourism in the thumb area to assist in diversifying the economy of the region. Since last April, the committee has been working towards this goal through three initial projects.

The first project has been the development of comprehensive agriculture, tourism and human resource inventory for the three county region. The inventory, still in draft form, is intended to give an indication of what resources currently exist, and which need to be developed in order for a viable farm tourism industry to prosper.

The Committee’s second project was to host a Farm Tourism Workshop to bring together farmers, civic leaders, and tourism operators. The workshop was held on February 18 in Marlette with approximately 80 people in attendance. The day began with a message from Mayor Dennis Archer, who encouraged farmers in the region to believe in the potential of their resources and to develop products which would draw visitors into the area to spend money, and preserve a way of life. The workshop also heard from Dr. Edward Mahoney, a nationally recognized expert in agricultural tourism who stressed the role that farm tourism can play in diversifying farm family incomes. Three current operators including Gordon and Judy Tuthill from Just a Plain Farm, Brian Powell from Cinnamon Stick Bed and Breakfast, and Mike and Dede Beck from Uncle John’s Cider Mill gave presentations in the afternoon, discussing what is involved in starting and operating a farm tourism business.

Calendar and Announcements

Tourism Retail Development, attracting tourist to local businesses, a publication put out by university of Wisconsin – Extension, Center for Community Economic Development just arrived from Bill Ryan, one of the authors. It is a guidebook based on real life success stories to demonstrate how businesses have worked to tap into the tourism market. Call toll-free 1-877-947-7827 to order. This is a good book for someone teaching tourism, working with tourism associations, or the business owner. Most examples are from Wisconsin, but there is mention of some Michigan retailers. Only one bookstore is mentioned, it just happens to be in my hometown.

Michigan Festival, Fairs, Events and Destinations 2000 Directory is out. Call 517-845-2080 if you need a copy to keep your guests informed.

May 14-20, 2000 is preservation weeks says the National Trust for Historic preservation. Visit the web site at www.nthpbooks.org or call 202-588-6296 for ideas that could be used all year long to promote preservation and tourism.

Mark your Calendar for the first full week in March 2001. Remember to attend COLLEGE OF AGRICULTURE AND NATURAL RESOURCES WEEK at MSU. If you did attend this year you know that the community tourism workshop was outstanding, the Michigan Tourism Outlook Conference and the Indian Gaming Conference had an incredible amount of information on which to base your marketing strategies.

American Indian Pow Wows are an excellent way to experience American Indian culture. Indian people join together in dance and song and to renew friendships. This it a good way for tourism people to interact with American Indian Community leaders. Upcoming Pow Wows are:

June 10 - 11, 2000: Homecoming of the Three Fires Pow Wow, Riverside Park, Grand Rapids, for information phone 616-458-8759.

September 2-3: Michinemackinong Traditional Pow Wow, Carp River, St. Ignace, call 906-863-9831.

May 18, 2000: Workshop on garnering Heritage Route Designation for US 12 in Southern Michigan 10:00 – 2:00 in White Pigeon, Cost $10.00. Call 616-467-5522 to register.

April 30 - May 2, 2000: Connecting Michigan 2000: Statewide Trail and Greenways Conference, Midland, Ashman Court Hotel. Call 517-393-6022.

July 29, 2000: the 53^rd Marathon, Grayling to Oscoda, call AuSable River International Canoe Marathon, Inc. 1-517-348-4425 to find out how they gather 50,000 people for this event.

August 19 - 20, 2000: Michigan Fiber Festival and International Felters Conference August 15 - 20, both at Allegan County Fairgrounds. Call 616-948-2497 or e-mail mmff@mvcc.com.

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From: Travel Michigan

Gateways Program — Great Lakes, Great Times, Great Beauty!

"Travel Michigan Spring/Summer Guides" Available Now

Among Travel Michigan’s newest publications is "Golf Michigan." This 34-page, full-color golf publication is an essential planning guide, offering detailed information and prices for more than 100 golf courses and resorts statewide.

Quote: Travel Tourism and Recreation Resource Center, Michigan State University Tourism Outlook Conference, March 8, 2000

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